A well-executed SEO campaign requires a number of steps to implement, and for in-house SEO, cooperation with other departments is often necessary. Keep reading for advice on how to foster an environment conducive to productivity and positive results.
Educating Management and Departments
A good starting point for an in-house SEO professional is to make sure management fully understands the program’s goals, processes, and potential results. While a full explanation of day-to-day operations may not be necessary, management should be regularly updated on general trends, challenges, and successes.
Maintaining open lines of communication with decision-makers and departments can help ensure everyone is on the same page, as well as reduce the risk of future misunderstandings or roadblocks. For example, it may be a good idea to engage your internal IT/Web Development team early on so they understand and can prioritize technical changes to the website that impact SEO. Providing simple guidance on relevant best practices that can be handled by individual departments not only bolsters SEO efforts as a whole but makes everyone part of the solution instead of part of the challenge of implementation.
A successful SEO program is a holistic one. Educating your entire team and company departments about the complexities of SEO as well as its interconnectedness with user experience, social signals, content, and website design is key. In addition to educating coworkers about SEO, include them in projects to build momentum for the program. Requesting participation in a proactive manner can help demonstrate the need for interdependence and stimulate synergy among coworkers. Furthermore, proper communication and planning is a good way to establish mutually beneficial workflows. To start, try getting your team involved in small SEO projects or initiatives for ideally quick successes. This will help get your colleagues excited about SEO and deepen their understanding of the processes involved.
Sharing the Wealth
SEO is not a one-time task, so reinforcement is key to maintaining momentum. Sharing the successes (and failures) of the program is as important as educating your team about best practices and goals.
To encourage continued participation, explain how positive results— such as high engagement numbers or blog post views—are good for SEO. When an initiative isn’t as successful as anticipated, turn the setback into a learning opportunity. Incorporating key individuals and departments in overall problem-solving and strategizing is yet another way to increase your team’s general awareness about SEO.
Are you an in-house SEO professional? What steps do you take to increase integration and positive results? Let us know in the comments!